Designer Apparel and Footwear (Ready-To-Wear) in Canada

2021 DEVELOPMENTS

Value sales rise as consumers re-engage with work and social events

Designer apparel and footwear (ready-to-wear) made gains in 2021 after a challenging 2020 in which store closures prevented store-based sales during the lockdown periods and consumers made fewer purchases because of working from home practices, cancellations of social gatherings and events, and ongoing concerns over job stability and the economy. Casualwear and accessories also experienced a decline in 2020 but sales were more resilient than other apparel categories as consumers placed greater emphasis on the comfort and functionality of clothing.

Brands continue to invest in new outlets as store-based sales remain dominant

Brands continued expanding and investing in the Canadian designer apparel and footwear (ready-to-wear) category in 2021, showing faith that demand would re-emerge in the aftermath of the pandemic. For example, Burberry renovated and expanded its store at Yorkdale Shopping Centre in Toronto - a key luxury destination - and Gucci, launched a new standalone store in Edmonton, Alberta.

Brands develops virtual services as e-commerce continues to rise

E-commerce sales continued to grow in 2021 even as consumers returned to in-store shopping. Retailers pivoted to the online space during the pandemic lockdowns in 2020 and utilised the new technologies in 2021 to develop the channel further.

PROSPECTS AND OPPORTUNITIES

Value sales recovery expected by mid-forecast period, though preference for casual wear will continue

Designer apparel and footwear (ready-to-wear) is expected to see a full recovery by the mid-forecast period as the impact of COVID-19 lessens and consumers return to pre-pandemic work and lifestyle habits. The expected economic recovery is expected to mitigate concerns over job stability and the economy, ensuring that purchasing power is higher and that consumers feel confident spending.

Category to remain reliant on domestic spending whilst travel concerns remain

Before the outbreak of COVID-19, sales were increasingly reliant on international retail expenditure. However, the closure of international borders and the halt in international travel in 2020 and 2021 greatly reduced the number of high-spending tourists and high-income immigrants.

Retailers expected to heighten both DTC and in-store shopping experiences to encourage consumer demand

Direct to consumer (DTC) retailing is expected to continue to be a key retailing method in the coming years as luxury brands seek to build deeper relationships with customers through omni-channel strategies. Physical locations can be used as touchpoints for showcasing products, relaying product and brand information, and serving as a pick-up and return location for designer apparel and footwear purchased online.